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The History of Social Media @Dell
Anja Monrad, Executive Director Global Marketing
@anjamonrad
#SMWSMhistoryDell
Feedback: http://speakerscore.com/SP62
1
Global Marketing 2 Confidential 2/19/2013
Power of social media
More than ever – a company’s brand is influenced by what consumers are saying about the brand
How companies market, sell to and support their customers is changing…
25% of search results for the world’s top 20 largest brands are links to user- generated content (Socialnomics, ’09)
80% of consumers research products online every week
(2012 Consumer Views of Live Help Online, A Global Perspective, Oracle)
CEO’s predict social media will become #2 way to engage with customers, pushing past websites and call centers.. (IBM CEO Study 2012)
Global Marketing
Sources: Facebook, Twitter, LinkedIn, www.domo.com/social, www.radicati.com
Social media is changing our world - 2012
1B Users on Facebook
34,722 every minute of the day
“likes” for brands on Facebook
600M Facebook users accessing via mobile
140M+ active Twitter users
100K every minute of the day
tweets sent by users
3.7B Worldwide IM accounts
“We don't have a choice on whether we DO social media, the question is how well we DO it.” – Erik Qualman, Socialnomics.net
48 hrs every minute of the day
new video uploaded to YouTube
2 new members per second on LinkedIn
187M+ Professionals on LinkedIn
3,600 every minute of the day
New photos shared via Instagram
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”These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do.” – Michael Dell
465M+ Twitter accounts
3rd largest ”country” in the world
Global Marketing
“Engaging in honest, direct conversations with customers and stakeholders is a part of who we are, who we always has been. The social web amplifies our opportunity to listen and learn and invest ourselves in two-way dialogue, enabling us to become a better company with more to offer the people who depend on us.”
- Michael Dell
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Global Marketing
Dell’s heritage
First company to hit $1M a day in online revenue
One of the first companies to launch online support
First to sell complex configurable items
Leader in online frictionless commerce from order to delivery
Early adopter of social media
One of the first to launch online discussion forums
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Global Marketing
January 2008 Dell aligns organization for success
August 2006 Blog outreach expanded beyond tech Support
December 2006 Ratings and reviews launched on Dell.com
July 2006 Direct2Dell launched Today
Direct2Dell exists in English, Spanish, Norwegian, Japanese and Chinese.
February 2006 Michael Dell asked Why don‖t we reach out and help
bloggers with tech support issues?
January 2007 StudioDell launched Dell‖s video and podcast site, with helpful tips and tricks. Eventually expanding this into the YouTube channel making sharing easier.
February 2007 IdeaStorm launched A voting based site allowing customers and others to submit ideas for Dell.
June 2007 Dell joined Twitter
EmployeeStorm launched Internal Blogs Launched for Employees.
October 2007 Michael Dell quoted in Business Week In response to Jeff Jarvis question around whether companies want to be part of the online conversation: ”My argument is you absolutely do. You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.”
November 2007 DellShares launched The first investor relations blog by a public company.
March 2008 Accepted Solutions launched on Community Dell France begins Online Community Outreach
May 2008 Dell Outlet achieved $0.5M in sales via Twitter
April 2008 Inside IT launched Blog focused on business customers, and Cloud Computing.
June 2008 Channel blog launched
January 2009 Dell Organizes into four customer focused business units
2009
Spring 2009 Members of Community and Conversations deployed within each of the new Dell Business units
June 2009 $2M+ Sales via Twitter
2009 Dell TechCenter
June 2009 Global Twitter revenues of $6.5 M
December 2009 Huffington Post Blog
March 2010 Dell joins Sina Weibo in China
2006 2007 2008 2010
Social Media & Community University (SMaC U) launched
2011
Altimeter recognized Dell
with “Open Leadership Award for Innovation and
Execution”
5,000 team members trained by end of year
B2B pages on Facebook
Dell named the No. 1 most social brand
6 Awards for the Social Media Listening Command Center
June 2010 CAP Days launched In-person events for vocal online customers
December 2010 Social Media
Listening Command
Center launched
Over six years of social media experience
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Global Marketing
Dell‖s Listening
Command Center won the CeBIT Australia Innovation Award for 2011. Presented in May 2011.
The American Business Award for Customer Service Team of the Year presented to Dell for the Listening Command Center in June 2011.
The Bees Awards for Social Media Marketing. Dell won for Best Use of Analytic Tools for our Listening Command Center.
Dell‖s Listening Command
Center receives Forrester Groundswell Award Presented in October 2011.
Dell Listening Command Center wins @PRNews 2011 Digital PR Award for “Best
Listening Campaign” and “Best
Website Marketing”.
Dell Ranked as #1 Social Brand followed by NIKE, Starbucks, Best Buy UK, BBC, Nokia, Amazon, Sony PlayStation, Adidas, Coca-Cola and others.
Dell‖s Social
Media and Community team won
award for best Social CRM Strategy.
Red Cross co-won the 2012 Digital PR Team of the Year from the PR News Digital PR Awards for their social media humanitarian and digital fundraising efforts.
Clemson University won the 2012 Innovation in Education Award from the InnoVision Technology Awards for their Social Media Listening Center.
Recognition for Dell social leadership We’ve received industry recognition for engagement and listening
Our leadership is regularly cited by authors and is helping customers win awards
Social Media Services Group 7
Global Marketing
Listen, Learn, Engage & Act
Dell’s Social Media Listening Command Center 25,000 posts a day
@DellCares team engaging 1,000+ customers per week Positive impact on customer satisfaction: 35% conversion of demoters to promoters
Global Marketing
Customers in need are critical opportunities Social Media gives them voice & you… Opportunities
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Global Marketing
Social media is embedded throughout Dell Listening impacts NPS, OpInc and Brand
Product development • Feedback loop • Early warning • New product ideation
Marketing • Demand forecast • Lead generation • Message reach
Online presence • Ratings and reviews • Communities • Customer stories
Sales • Collaboration • Thought leadership • Blogs
Customer service • Listening • Support widgets • Outreach
Communication • Rich media • Brand reputation • Influence
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Global Marketing
Empowering employees: Social Media & Community University
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Policy
Principles
Governance
Training & tools
Global Marketing
It’s a place to capture feedback and conversation on our business (live)…
Dell Community Advisory Panel (CAP) Days
Global Marketing
• I don't know where to start.
• Who are my influencers? • What do customers say
about us?
• How do I build a training program?
• What tools do I use? • Are there any
standard processes that I can follow?
• Should I have a dedicated social media team?
• Which social media
channels would be most relevant for my business?
• How do I manage the inflow of information?
• I can't determine the ROI. • I don't know how
to scale a social media solution.
Bringing with it challenges of culture vs. adoption
Skilled resources
Customer feedback
Too much information
Tools and processes
The areas of
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challenge
Global Marketing
Best Practices Seminars
Listening and Insights Service
Listening Command Center Build-outs
Advisory Service
Social media services–what do you need?
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• build a training program. • know what tools to use. • find standard processes that I can follow.
• track business & market intelligence to understand my customers wants and needs.
• utilize analytics to improve customer support, enhance product offerings or inform investor relations for strategy development.
• manage the inflow of information. • understand what is being said about my brand and be a
part of those conversations.
• strategize and efficiently drive awareness, demand,
leads and message reach.
• know when and how to scale a social media
solution.
I want to …
• Strategies for specific corporate & industry needs.
• Benefit from Dells experience building listening command center.
• Discuss best practices for running & integrating into their business.
• Understand effectiveness of current initiatives.
• Establish strategic plan aligned with business goals, culture & ROI.
• Get daily/weekly/monthly reports Gain a deeper understanding of their customers, competitors and industry market needs.
Global Marketing 15 10/9/2012
• Social media gives us more opportunities to listen, connect and engage than ever before
• If you are not listening, you will go no where
• Our vision and business strategy is embedding social media throughout the company to become a leader in connecting with customers
• Empower, and train your employees
• Dell’s heritage of direct customer connections and online leadership are the seeds of our social media success • It is a journey…the Web evolves every day, so will the journey
Global Marketing
Thank you
@anjamonrad #SMWSMhistoryDell Feedback: http://speakerscore.com/SP62